Dynamic adaptation of interactive video players using behavioral analytics

ABSTRACT

Methods and supporting systems collect data associated with interactive videos user engagement and dynamically adapt an interactive video application and/or interactive video content and detect anomalous behaviors based on the data.

FIELD OF THE INVENTION

The present disclosure relates generally to audiovisual presentations and data analytics, more particularly, to systems and methods for dynamically modifying the components of a media player based on analyzed interactions with interactive videos and identifying anomalous activity occurring with respect to interactive media.

BACKGROUND

The universe of digital streaming media is constantly evolving. Users frequently consume streaming media on their devices through streaming music services, video providers, social networks, and other media providers. Interactive streaming multimedia content, though less common, is also available. Many existing forms of interactive videos allow a viewer to make choices on how to proceed through predefined video paths; however, this functionality is accomplished using separate video segments that are quickly transitioned to upon selection, resulting in a noticeable disconnect in audio and video between consecutive segments. Further still, existing media players fail to account for numerous events associated with active user interactions with videos, as well as passive data that may be collected. There is no way to adequately adapt the components of media players based on these events and data. Further, to date, suitable techniques are lacking for identifying anomalous or fraudulent activity with respect to the specialized case of interactive media.

SUMMARY

In one aspect, a computer-implemented method comprises receiving an interactive video defined by a tree structure, the tree structure comprising a plurality of branches of the interactive video, each branch comprising one or more video segments; during a first playthrough of the interactive video using a video player, tracking information comprising user interactions with the interactive video; and in association with a second, later playthrough of the interactive video, dynamically modifying, based on the information, the video player and content of the interactive video. Other aspects of the foregoing include corresponding systems and computer programs on non-transitory storage media.

In various implementations, the information can further comprise decisions of a user made during the playthrough of the interactive video, the decisions being associated with a plurality of branching points in the tree structure; environment information associated with a viewer of the interactive video or a device on which the video player executes, the environment information comprising: location, IP address, demographic, referrer, tracking data, device type, browser properties, screen size, and/or bandwidth; behavioral information associated with user engagement with the interactive video, the behavioral information comprising number of interactions with the interactive video, timing of interactions with the interactive video, locations of interactions in the tree structure, occurrence of seeks, and occurrence of replays; and experience information associated with the first playthrough of the interactive video, the experience information comprising: expected buffering based on bandwidth, conformance of the first playthrough to the tree structure, expected device behavior, expected browser behavior, and/or reported errors.

In one implementation, dynamically modifying the video player and content of the interactive video comprises: creating a model of user behavior based on the behavioral information; identifying a behavioral pattern using the model; and modifying the video player and/or content of the interactive video based on the behavioral pattern. In another implementation, dynamically modifying the video player comprises automatically modifying at least one parameter of the video player to address a problem identified based on the experience information. The parameters of the video player can include video frame rate, video bitrate, audio bitrate, screen orientation, minimum buffer to play, scaling, video dimensions, starting node of interactive content, and/or default nodes at branching points in interactive content. In a further implementation, dynamically modifying content of the interactive video comprises (i) preloading video segments in the tree structure likely to be viewed by a user, or (ii) decreasing the prevalence of video content likely to be skipped by a user.

In another implementation, the method further comprises simulating a first playthrough of the interactive video in an emulated environment in which the video player has a parameter with a first value; and simulating a second playthrough of the interactive video in an emulated environment in which the video player has the parameter with a second, different value. Dynamically modifying the video player can include automatically setting the parameter to either the first value or the second value based on which of the first playthrough or the second playthrough exhibits fewer problems.

In another implementation, the method further comprises determining that the first playthrough of the interactive video results in more user engagements with the interactive video than a different playthrough of the interactive video, wherein dynamically modifying the video player and content of the interactive video comprises, in association with the second playthrough of the interactive video: (i) setting a value of a parameter of the video player equal to a value of a parameter of the video player in place at a time of the first playthrough, and/or (ii) selecting video segments for presentation during the second playthrough that correspond to video segments presented during the first playthrough.

In another implementation, the method further comprises dynamically modifying, for additional playthroughs of the interactive video that follow the first and second playthroughs, both the video player and content of the interactive video based on information tracked during one or more playthroughs of the interactive video that preceded each such additional playthrough.

In another aspect, a computer-implemented method comprises receiving an interactive video defined by a tree structure, the tree structure comprising a plurality of branches of the interactive video, each branch comprising one or more nodes having respective video segments; during a plurality of playthroughs of the interactive video to a user, tracking information associated with the playthroughs; and determining, based on the information, whether the user is likely to be a non-human user. Other aspects of the foregoing include corresponding systems and computer programs on non-transitory storage media.

Various implementations of the foregoing aspects can include the following features. Tracking information associated with the playthroughs can include determining that the user is not interacting with the interactive video. Tracking information associated with the playthroughs can include determining that the user interacts a same number of times with the interactive video during each of the playthroughs. Tracking information associated with the playthroughs can include determining that the user traverses a same branch of the tree structure during each of the playthroughs. Tracking information associated with the playthroughs can include determining that (i) the user interacts with a same node in the tree structure in each of the playthroughs and/or (ii) the user interacts with the interactive video at a same time in each of the playthroughs. Tracking information associated with the playthroughs can include identifying an existence of a plurality of sessions from the user within a particular time period. Tacking information associated with the playthroughs cam include determining that actions of the user with respect to the interactive video do not follow a random distribution.

In another implementation, determining whether the user is likely to be a non-human user comprises: attributing a score to each of a plurality of anomalous activity factors identified based on the information; and determining whether the user is likely to be a non-human user based on a combination of the scores. Determining whether the user is likely to be a non-human user can include determining whether behavioral information associated with user engagement with the interactive video is consistent with a model representing typical human user behavior. The user can be blocked from a further playthrough of the interactive video in response to determining that the user is likely a non-human user.

Further aspects and advantages of the invention will become apparent from the following drawings, detailed description, and claims, all of which illustrate the principles of the invention, by way of example only.

BRIEF DESCRIPTION OF THE DRAWINGS

A more complete appreciation of the invention and many attendant advantages thereof will be readily obtained as the same becomes better understood by reference to the following detailed description when considered in connection with the accompanying drawings. In the drawings, like reference characters generally refer to the same parts throughout the different views. Further, the drawings are not necessarily to scale, with emphasis instead generally being placed upon illustrating the principles of the invention.

FIG. 1 depicts a high-level architecture of a system for dynamic adaptation of an interactive video player and content, and anomalous activity detection, according to an implementation.

FIG. 2 depicts a high-level architecture of a system for providing interactive video content, according to an implementation.

FIG. 3 depicts server-side and client-side components of an application for providing interactive video content, according to an implementation.

FIG. 4 depicts example data relating to an interactive media presentation.

FIG. 5 depicts a process diagram for an interactive video emulator module, according to an implementation.

FIG. 6 depicts a process diagram for a video testing module, according to an implementation.

FIG. 7 depicts an example method for anomalous activity detection with respect to an interaction media presentation.

DETAILED DESCRIPTION

Described herein are various implementations of methods and supporting systems for collecting information associated with interactive videos (e.g. user behaviors, device data, etc.), analyzing the information, identifying anomalous or fraudulent activity, and dynamically adapting interactive video content and/or an interactive video application based on the analysis.

FIG. 1 depicts a high-level architecture of such a system according to an implementation. The system includes application 112, which can be a video player and/or editor that is implemented as a native application, web application, or other form of software. In some implementations, the application 112 is in the form of a web page, widget, and/or Java, JavaScript, .Net, Silverlight, Flash, and/or other applet or plug-in that is downloaded to the user device 110 and runs in conjunction with a web browser. The application 112 and the web browser can be part of a single client-server interface; for example, the application 112 can be implemented as a plugin to the web browser or to another framework or operating system. Any other suitable client software architecture, including but not limited to widget frameworks and applet technology, can also be employed. User 40 can interact with application 112 (e.g., to view or edit an interactive video).

Distribution manager 10 is a software-based component used to configure parameters associated with advertising content to be shown to user 40 through application 112. For example, distribution manager 10 can be a browser-based dashboard interface used by marketing managers to set up the parameters of a marketing campaign, such as advertising budget, time period, associate ad content, and so on. In some implementations, distribution manager 10 is able to access analytics data collected by the system for use in targeting advertisements to users, such as user 40.

Database 20 includes one or more data stores that store events and other information collected by application 112 and/or processed by analyzer 30, as described further herein. Database 20 can be, for example, a relational or other structured database based on technological implementations including Oracle® MySQL, Oracle® Database, Microsoft® SQL Server, PostgreSQL, or IBM DB2.

Analyzer 30 accesses data collected by application 112 and stored in database 20, processes the data using set of rules, an artificial intelligence or machine learning model, or other suitable technique, and stores the results in database 20. The results can be made accessible to application 112 and can inform application 112 how to change the parameters of application 112 or adapt content played by application 112. In some implementations, the results include fraud indicators. For example, based on the data collected by application 112, analyzer 30 can identify the existence of anomalous activity by user 40, determine that user 40 is likely a non-human user (e.g., bot), and store this finding in database 20. Application 112, on identifying an attempt by user 40 to further interact with application 112, can look up user 40 in database 20, note the fraud indicator, and block the attempt.

FIG. 2 depicts an example high-level architecture in which application 112 executes on a user device 110 and receives a media presentation. Such a media presentation can include multiple video and/or audio streams can be presented to a user on the user device 110, with application 112 capable of playing and/or editing the content. The user device 110 can be, for example, a smartphone, tablet, laptop, desktop, palmtop, television, gaming device, virtual reality headset, smart glasses, smart watch, music player, mobile telephone, workstation, or other computing device configured to execute the functionality described herein. The user device 110 can have output functionality (e.g., display monitor, touchscreen, image projector, etc.) and input functionality (e.g., touchscreen, keyboard, mouse, remote control, etc.).

Media content can be provided to the user device 110 by content server 102, which can be a web server, media server, a node in a content delivery network, or other content source. In some implementations, the application 112 (or a portion thereof) is provided by application server 106. For example, some or all of the described functionality of the application 112 can be implemented in software downloaded to or existing on the user device 110 and, in some instances, some or all of the functionality exists remotely. For example, certain video encoding and processing functions can be performed on one or more remote servers, such as application server 106. In some implementations, the user device 110 serves only to provide output and input functionality, with the remainder of the processes being performed remotely.

The user device 110, content server 102, application server 106, and/or other devices and servers can communicate with each other through communications network 114. The communication can take place via any media such as standard telephone lines, LAN or WAN links (e.g., T1, T3, 56 kb, X.25), broadband connections (ISDN, Frame Relay, ATM), wireless links (802.11, Bluetooth, GSM, CDMA, etc.), and so on. The network 114 can carry TCP/IP protocol communications and HTTP/HTTPS requests made by a web browser, and the connection between clients and servers can be communicated over such TCP/IP networks. The type of network is not a limitation, however, and any suitable network can be used.

More generally, the techniques described herein can be implemented in any suitable hardware or software. If implemented as software, the processes can execute on a system capable of running one or more custom operating systems or commercial operating systems such as the Microsoft Windows® operating systems, the Apple OS X® operating systems, the Apple iOS® platform, the Google Android™ platform, the Linux® operating system and other variants of UNIX® operating systems, and the like. The software can be implemented a computer including a processing unit, a system memory, and a system bus that couples various system components including the system memory to the processing unit.

The system can include a plurality of software modules stored in a memory and executed on one or more processors. The modules can be in the form of a suitable programming language, which is converted to machine language or object code to allow the processor or processors to read the instructions. The software can be in the form of a standalone application, implemented in any suitable programming language or framework.

Method steps of the techniques described herein can be performed by one or more programmable processors executing a computer program to perform functions of the invention by operating on input data and generating output. Method steps can also be performed by, and apparatus of the invention can be implemented as, special purpose logic circuitry, e.g., an FPGA (field programmable gate array) or an ASIC (application-specific integrated circuit). Modules can refer to portions of the computer program and/or the processor/special circuitry that implements that functionality.

Processors suitable for the execution of a computer program include, by way of example, both general and special purpose microprocessors, and any one or more processors of any kind of digital computer. Generally, a processor will receive instructions and data from a read-only memory or a random access memory or both. The essential elements of a computer are a processor for executing instructions and one or more memory devices for storing instructions and data. Information carriers suitable for embodying computer program instructions and data include all forms of non-volatile memory, including by way of example semiconductor memory devices, e.g., EPROM, EEPROM, and flash memory devices; magnetic disks, e.g., internal hard disks or removable disks; magneto-optical disks; and CD-ROM and DVD-ROM disks. One or more memories can store media assets (e.g., audio, video, graphics, interface elements, and/or other media files), configuration files, and/or instructions that, when executed by a processor, form the modules, engines, and other components described herein and perform the functionality associated with the components. The processor and the memory can be supplemented by, or incorporated in special purpose logic circuitry.

It should also be noted that the present implementations can be provided as one or more computer-readable programs embodied on or in one or more articles of manufacture. The article of manufacture can be any suitable hardware apparatus, such as, for example, a floppy disk, a hard disk, a CD-ROM, a CD-RW, a CD-R, a DVD-ROM, a DVD-RW, a DVD-R, a flash memory card, a PROM, a RAM, a ROM, or a magnetic tape. In general, the computer-readable programs can be implemented in any programming language. The software programs can be further translated into machine language or virtual machine instructions and stored in a program file in that form. The program file can then be stored on or in one or more of the articles of manufacture.

The media presentations referred to herein can be structured in various forms. For example, a particular media presentation can be an online streaming video having multiple tracks or streams that a user can switch among in real-time or near real-time. For example, a media presentation can be structured using parallel audio and/or video tracks as described in U.S. Patent Application Pub. No. 2016/0105724, published on Apr. 14, 2016, and entitled “Systems and Methods for Parallel Track Transitions,” the entirety of which is incorporated by reference herein. More specifically, a playing video file or stream can have one or more parallel tracks that can be switched among in real-time automatically and/or based on user interactions. In some implementations, such switches are made seamlessly and substantially instantaneously, such that the audio and/or video of the playing content can continue without any perceptible delays, gaps, or buffering. In further implementations, switches among tracks maintain temporal continuity; that is, the tracks can be synchronized to a common timeline so that there is continuity in audio and/or video content when switching from one track to another (e.g., the same song is played using different instruments on different audio tracks; same storyline performed by different characters on different video tracks, and the like).

Such media presentations can also include interactive video structured in a video tree, hierarchy, or other form. A video tree can be formed by nodes that are connected in a branching, hierarchical, or other linked form. Nodes can each have an associated video segment, audio segment, graphical user interface (GUI) elements, and/or other associated media. Users (e.g., viewers) can watch a video that begins from a starting node in the tree and proceeds along connected nodes in a branch or path. Upon reaching a point during playback of the video where multiple video segments (child nodes) branch off from a segment (parent node), the user can interactively select the branch or path to traverse and, thus, the next video segment to watch.

As referred to herein, a particular branch or path in an interactive media structure, such as a video tree, can refer to a set of consecutively linked nodes between a starting node and ending node, inclusively, or can refer to some or all possible linked nodes that are connected subsequent to (e.g., sub-branches) or that include a particular node. Branched video can include seamlessly assembled and selectably presentable multimedia content such as that described in U.S. Patent Application Pub. No. 2011/0200116, published on Aug. 18, 2011, and entitled “System and Method for Seamless Multimedia Assembly”, and U.S. Patent Application Pub. No. 2015/0067723, published on Mar. 5, 2015, and entitled “Methods and Systems for Unfolding Video Pre-Roll,” the entireties of which are hereby incorporated by reference.

The prerecorded video segments in a video tree or other structure can be selectably presentable multimedia content; that is, some or all of the video segments in the video tree can be individually or collectively played for a user based upon the user's selection of a particular video segment, an interaction with a previous or playing video segment, or other interaction that results in a particular video segment or segments being played. The video segments can include, for example, one or more predefined, separate multimedia content segments that can be combined in various manners to create a continuous, seamless presentation such that there are no noticeable gaps, jumps, freezes, delays, or other visual or audible interruptions to video or audio playback between segments. In addition to the foregoing, “seamless” can refer to a continuous playback of content that gives the user the appearance of watching a single, linear multimedia presentation, as well as a continuous playback of multiple content segments that have smooth audio and/or video transitions (e.g., fadeout/fade-in, linking segments) between two or more of the segments.

In some instances, the user is permitted to make choices or otherwise interact in real-time at decision points or during decision periods interspersed throughout the multimedia content. Decision points and/or decision periods can occur at any time and in any number during a multimedia segment, including at or near the beginning and/or the end of the segment. Decision points and/or periods can be predefined, occurring at fixed points or during fixed periods in the multimedia content segments. Based at least in part on the user's choices made before or during playback of content, one or more subsequent multimedia segment(s) associated with the choices can be presented to the user. In some implementations, the subsequent segment is played immediately and automatically following the conclusion of the current segment, whereas in other implementations, the subsequent segment is played immediately upon the user's interaction with the video, without waiting for the end of the decision period or the end of the segment itself.

If a user does not make a selection at a decision point or during a decision period, a default, previously identified selection, or random selection can be made by the system. In some instances, the user is not provided with options; rather, the system automatically selects the segments that will be shown based on information that is associated with the user, other users, or other factors, such as the current date. For example, the system can automatically select subsequent segments based on the user's IP address, location, time zone, the weather in the user's location, social networking ID, saved selections, stored user profiles (as further described below), preferred products or services, and so on. The system can also automatically select segments based on previous selections made by other users, such as the most popular suggestion or shared selections. The information can also be displayed to the user in the video, e.g., to show the user why an automatic selection is made. As one example, video segments can be automatically selected for presentation based on the geographical location of three different users: a user in Canada will see a twenty-second beer commercial segment followed by an interview segment with a Canadian citizen; a user in the US will see the same beer commercial segment followed by an interview segment with a US citizen; and a user in France is shown only the beer commercial segment.

Multimedia segment(s) selected automatically or by a user can be presented immediately following a currently playing segment, or can be shown after other segments are played. Further, the selected multimedia segment(s) can be presented to the user immediately after selection, after a fixed or random delay, at the end of a decision period, and/or at the end of the currently playing segment. Two or more combined segments can form a seamless multimedia content path or branch, and users can take multiple paths over multiple playthroughs, and experience different complete, start-to-finish, seamless presentations. Further, one or more multimedia segments can be shared among intertwining paths while still ensuring a seamless transition from a previous segment and to the next segment. The content paths can be predefined, with fixed sets of possible transitions in order to ensure seamless transitions among segments. The content paths can also be partially or wholly undefined, such that, in some or all instances, the user can switch to any known video segment without limitation. There can be any number of predefined paths, each having any number of predefined multimedia segments. Some or all of the segments can have the same or different playback lengths, including segments branching from a single source segment.

Traversal of the nodes along a content path in a tree can be performed by selecting among options that appear on and/or around the video while the video is playing. In some implementations, these options are presented to users at a decision point and/or during a decision period in a content segment. Some or all of the displayed options can hover and then disappear when the decision period ends or when an option has been selected. Further, a timer, countdown or other visual, aural, or other sensory indicator can be presented during playback of content segment to inform the user of the point by which he should (or, in some cases, must) make his selection. For example, the countdown can indicate when the decision period will end, which can be at a different time than when the currently playing segment will end. If a decision period ends before the end of a particular segment, the remaining portion of the segment can serve as a non-interactive seamless transition to one or more other segments. Further, during this non-interactive end portion, the next multimedia content segment (and other potential next segments) can be downloaded and buffered in the background for later playback (or potential playback).

A segment that is played after (immediately after or otherwise) a currently playing segment can be determined based on an option selected or other interaction with the video. Each available option can result in a different video and audio segment being played. As previously mentioned, the transition to the next segment can occur immediately upon selection, at the end of the current segment, or at some other predefined or random point. Notably, the transition between content segments can be seamless. In other words, the audio and video continue playing regardless of whether a segment selection is made, and no noticeable gaps appear in audio or video playback between any connecting segments. In some instances, the video continues on to another segment after a certain amount of time if none is chosen, or can continue playing in a loop.

In one example, the multimedia content is a music video in which the user selects options upon reaching segment decision points to determine subsequent content to be played. First, a video introduction segment is played for the user. Prior to the end of the segment, a decision point is reached at which the user can select the next segment to be played from a listing of choices. In this case, the user is presented with a choice as to who will sing the first verse of the song: a tall, female performer, or a short, male performer. The user is given an amount of time to make a selection (i.e., a decision period), after which, if no selection is made, a default segment will be automatically selected. The default can be a predefined or random selection. Of note, the media content continues to play during the time the user is presented with the choices. Once a choice is selected (or the decision period ends), a seamless transition occurs to the next segment, meaning that the audio and video continue on to the next segment as if there were no break between the two segments and the user cannot visually or audibly detect the transition. As the music video continues, the user is presented with other choices at other decisions points, depending on which path of choices is followed. Ultimately, the user arrives at a final segment, having traversed a complete multimedia content path.

FIG. 3 depicts one implementation of a detailed architecture of client-side components in application 112 on user device 110, including inputs received from remote sources, such as content server 102 and application server 106. Client side components include Profile Manager 212, Choice Manager 216, Inputs Collector 244, GUI Manager 254, Loading Manager 262, and Video Appender 270. Profile Manager 212 receives user profile information from User Profile 210, which can exist locally on the client (user device 110) or, as depicted, be obtained externally from a remote server (e.g., content server 102 or application server 106). Profile Manager 212 can also provide information characterizing a user for storing back in User Profile 210. A different User Profile 210 can exist for each identifiable viewer of a media presentation, with each user identified by a unique ID and/or identification technique (e.g., a cookie stored locally on the user's device). Default user profile information can be provided when a viewer is anonymous or cannot otherwise be identified.

User Profile 210 can include information collected through a user's interaction with an interactive video and an interactive media player, as well as information obtained from other sources (e.g., detected location of user's device, information made available through a user's social media account, information provided by the user when creating an account with a provider of the interactive media player, and so on). Profile Manager 212 can use the information in User Profile 210 to cause the presentation of an interactive video to be dynamically modified, e.g., by adapting choices and content presented to the user to the user's previous or current behavior, or otherwise changing the presentation of the interactive video from its default state. For example, based on information in User Profile 210, Profile Manager 212 can direct Choice Manager 216 to select only a subset of choices (e.g., 2 of 3 choices) to provide to a viewer approaching a decision point, where Choice Manager 216 would otherwise provide a full set of choices (e.g., 3 of 3 choices) by default during presentation of the interactive video. Profile Manager 212 can also receive information from Inputs Collector 244 (this information can include, e.g., user interactions) and Choice Manager 216 (this information can include, e.g., a currently selected path in a video tree), which can be used to update User Profile 210. In some implementations, information in User Profile 210 can be used to modify the state of the interactive media player itself, as further described below.

Inputs Collector 244 receives user inputs 240 from input components such as a device display screen 272, keyboard, mouse, microphone, virtual reality headset, and the like. Such inputs 240 can include, for example, mouse clicks, keyboard presses, touchpad presses, eye movement, head movement, voice input, etc. Inputs Collector 244 provides input information based on the inputs 240 to Profile Manager 212 and Choice Manager 216, the latter of which also receives information from Profile Manager 212 as well as a Project Configuration File 230 to determine which video segment should be currently played and which video segments may be played or presented as options to be played at a later time (e.g., influenced by information from the User Profile 210). Choice Manager 216 notifies Video Appender 270 of the video segment to be currently played, and Video Appender 270 seamlessly connects that video segment to the video stream being played in real time. Choice Manager 216 notifies Loading Manager 262 of the video segments that may be played or presented as options to be played at a later time.

Project Configuration File 230 can include information defining the media presentation, such as the video tree or other structure, and how video segments can be linked together in various manners to form one or more paths. Project Configuration File 230 can further specify which audio, video, and/or other media files correspond to each segment (e.g., node in a video tree), that is, which audio, video, and/or other media should be retrieved when application 112 determines that a particular segment should be played. Additionally, Project Configuration File 230 can indicate interface elements that should be displayed or otherwise presented to users, as well as when the elements should be displayed, such that the audio, video, and interactive elements of the media presentation are synchronized. Project Configuration File 230 can be stored on user device 110 or can be remotely accessed by Choice Manager 216.

In some implementations, Project Configuration File 230 is also used in determining which media files should be loaded or buffered prior to being played (or potentially played). Because decision points can occur near the end of a segment, it may be necessary to begin transferring one or more of the potential next segments to viewers prior to a selection being made. For example, if a viewer is approaching a decision point with three possible branches, all three potential next segments can be preloaded partially or fully to ensure a smooth transition upon conclusion of the current segment. Intelligent buffering and progressive downloading of the video, audio, and/or other media content can be performed as described in U.S. Patent Application Pub. No. 2013/0259442, published Oct. 3, 2013, and entitled “Systems and Methods for Loading More Than One Video Content at a Time,” the entirety of which is incorporated by reference herein.

Using information in Project Configuration File 230, Choice Manager 216 can inform GUI Manager 254 of which interface elements should be displayed to viewers on screen 272. Project Configuration File 230 can further indicate the specific timings for which actions can be taken with respect to the interface elements (e.g., when a particular element is active and can be interacted with). The interface elements can include, for example, playback controls (pause, stop, play, seek, etc.), segment option selectors (e.g., buttons, images, text, animations, video thumbnails, and the like, that a viewer can interact with during decision periods, the selection of which results in a particular multimedia segment being seamlessly played following the conclusion of the current segment), timers (e.g., a clock or other graphical or textual countdown indicating the amount of time remaining to select an option or next segment, which, in some cases, can be the amount of time remaining until the current segment will transition to the next segment), links, popups, an index (e.g., for browsing and/or selecting other multimedia content to view or listen to), and/or a dynamic progress bar such as that described in U.S. Patent Application Pub. No. 2014/0082666, published Mar. 20, 2014, and entitled “Progress Bar for Branched Videos,” the entirety of which is incorporated by reference herein. In addition to visual elements, sounds or other sensory elements can be presented. For example, a timer can have a “ticking” sound synchronized with the movement of a clock hand. The interactive interface elements can be shared among multimedia segments or can be unique to one or more of the segments.

In addition to reading information from Project Configuration File 230, Choice Manager 216 is notified of user interactions (e.g., mouse clicks, keyboard presses, touchpad presses, eye movements, etc.) from Inputs Collector 244, which interactions can be translated into actions associated with the playback of a media presentation (e.g., segment selections, playback controls, etc.). Based thereon, Choice Manager 216 notifies Loading Manager 262, which can process the actions as further described below. Choice Manager 216 can also interface with Loading Manager 262 and Video Appender 270. For example, Choice Manager 216 can listen for user interaction information from Inputs Collector 244 and notify Loading Manager 262 when an interaction by the viewer (e.g., a selection of an option displayed during the video) has occurred. In some implementations, based on its analysis of received events, Choice Manager 216 causes the presentation of various forms of sensory output, such as visual, aural, tactile, olfactory, and the like.

As earlier noted, Choice Manager 216 can also notify Loading Manager 262 of video segments that may be played at a later time, and Loading Manger 262 can retrieve the corresponding videos 225 (whether stored locally or on, e.g., content server 102) to have them prepared for potential playback through Video Appender 270. Choice Manager 216 and Loading Manager 262 can function to manage the downloading of hosted streaming media according to a loading logic. In one implementation, Choice Manager 216 receives information defining the media presentation structure from Project Configuration File 230 and, using information from Inputs Collector 244 and Profile Manager 212, determines which media segments to download and/or buffer (e.g., if the segments are remotely stored). For example, if Choice Manager 216 informs Loading Manager 262 that a particular segment A will or is likely to be played at an upcoming point in the presentation timeline, Loading Manager 262 can intelligently request the segment for download, as well as additional media segments X, Y and Z that can be played following segment A, in advance of playback or notification of potential playback thereof. The downloading can occur even if fewer than all of X, Y, Z will be played (e.g., if X, Y and Z are potential segment choices branching off segment A and only one will be selected for playback).

In some implementations, Loading Manager 262 ceases or cancels downloading of content segments or other media if it determines that it is no longer possible for a particular media content segment (or other content) to be presented on a currently traversed media path. Referring to the above example, a user interacts with the video presentation such that segment Y is determined to be the next segment that will be played. The interaction can be received by Choice Manager 216 and, based on its knowledge of the path structure of the video presentation, Loading Manager 262 is notified to stop active downloads or dequeue pending downloads of content segments no longer reachable now that segment Y has been selected.

Video Appender 270 receives media content from Loading Manager 262 and instructions from Choice Manager 216 on which media segments to include in a media presentation. Video Appender 270 can analyze and/or modify raw video or other media content, for example, to concatenate two separate media streams into a single timeline. Video Appender 270 can also insert cue points and other event markers, such as junction events, into media streams. Further, Video Appender 270 can form one or more streams of bytes from multiple video, audio or other media streams, and feed the formed streams to a video playback function such that there is seamless playback of the combined media content on display screen 272 (as well as through speakers for audio, for example).

In some implementations, application 112 tracks information regarding user interactions, users, and/or player devices, and stores the information in a database, such as database 20 in FIG. 1. Collected analytics can include, but are not limited to: (1) device information, such as number, type, brand, model, device location, operating system, installed software, browser, browser parameters, user agent string, screen size, bandwidth, and network connection parameters; (2) user tracking and demographic data, such as login information, name, address, age, sex, referrer, uniform resource locator (URL), urchin tracking module (UTM) parameters; (3) user or automated action information, such as button/touchpad presses, mouse clicks, mouse/touchpad movements, action timings, media player controls (play, pause, volume up/down, mute, full screen, minimize, seek forward, seek backward, etc.), link outs, shares, rates, comments; (4) information associated with interactions with interactive media content, such as decisions made by users or made automatically (e.g., content segment user choices or default selections), starting a node, ending a node, and content paths followed in the presentation content structure; and (5) information associated with media playback events and timing, such as loading events, buffering events, play and pause events. The analytics can include those described in U.S. Patent Application Pub. No. 2011/0202562, entitled “System and Method for Data Mining within Interactive Multimedia,” and published Aug. 18, 2011, the entirety of which is incorporated by reference herein. In one instance, some or all of these analytics are included in or used to inform attributes in User Profile 210.

In one implementation, referring again to FIG. 1, analyzer 30 receives from database 20, as input data, a plurality of data vectors. Each data vector can include an organized set of data pertaining to a particular category. For instance, analyzer 30 can receive as input four data vectors: (1) static vector, which includes device information and user tracking and demographic data; (2) timing vector, which includes information associated with media playback events and timing; (3) actions vector, which includes user and automated action information; and (4) interactions vector, which includes information associated with interactions with interactive media content. FIG. 4 illustrates a simplified example of data (formatted for ease of interpretation) provided as input to the analyzer 30. The data represents a sequence of 16 events (numbered 1 through 16) occurring at the start of an interactive video playthrough. It is to be appreciated that the sequence of events represents a small subset of events in a typical playthrough, which may number in the tens, hundreds, or even thousands, depending on the complexity of the video and available interactions. In addition to the sequence number (eventsequence), each event includes an associated time of occurrence (usertime), type of event (event), action associated with the event, if any (action), operating system of the user viewing the video (os), web browser of the user viewing the video (browser), unique identifier of the node in the video tree associated with the event, if any (currentnodename), and unique name of the element (e.g., an interface element) associated with an interaction, if any (interactionelementname). Event types can include session start, interactive video project start, video segment (with associated start and end actions), interaction received, and so on.

In various implementations, analyzer 30 comprises one or more modules that each analyze data from database 20 in a different manner. Modules can incorporate artificial intelligence techniques for data analysis, such as machine learning processes. A module can initially incorporate a basic rule set that defines which action(s) to take in response to observed input data. The input data and corresponding resulting actions from applying the rule set can be used to train a machine learning model over time, in order to form a model that attempts to identify appropriate resulting actions based on various combinations of input data to which no predefined rules may apply. One of skill in the art will appreciate the numerous artificial intelligence techniques that can be used to analyze the types of input data described herein and, as a result, provide output specifying actions that can be taken with respect to, for example, a media player or interactive content, as further described below.

Analyzer 30 can include an experience checker and variables optimizer (ECVO) module. The ECVO module is configured to automatically detect errors and other issues with the interactive media experience by examining a set of input data, such as that received from database 20 and described above. Various techniques can be used to identify such errors and issues. For example, in one instance, the input data is compared against expected values to identify deviations. In another instance, the data is provided as input to a model that is trained to identify likely issues based on one or more of the input data values. Examples of potential experience issues to check based on available input data include (1) confirming that the user is experiencing no more than an expected amount of buffering based on the user's available bandwidth; (2) determining whether the path taken through an interactive media presentation corresponds to a possible path in a tree or other structure defining the paths of the presentation; (3) determining whether behaviors or characteristics exhibited by a user's device or browser correspond to expected behaviors or characteristics for the device or browser; (4) confirming that the presence and order of events is as expected (e.g., no missing, unexpected or duplicate events); (5) confirming that all expected fields in the input data are present and contain values in the expected format; and (6) identifying any error messages or reports. The ECVO module can format its findings, including any identified errors or issues, in a user friendly format (e.g., a table) and report them to distribution manager 10.

The ECVO module can attempt to resolve identified issues by taking responsive action. In one implementation, the ECVO module modifies parameters of the media player to test whether an issue is resolved. For example, based on data gathered over many playthroughs of an interactive video by different users, the ECVO module may learn that all plays on the Chrome browser in a low bandwidth condition result in a poor playback experience (e.g., too much buffering). To address this, the ECVO module causes the media player to be configured with a specific set of variables (e.g., limit the frame rate, use audio files with lower bitrate, use other lower quality assets, etc.) each time the same conditions (i.e., Chrome browser, low bandwidth) are detected. Other settings of the media player can be configured to address identified issues Such settings can include, for example, which video engine to use, minimum buffer to pay (e.g., minimum media content buffered in seconds before playback will commence), initial bitrate, scale (e.g., growth/shrink factor to apply to video, pan-and-scan, boxing), initial width of video content, initial height of video content, whether autoplay is activated, whether content starts in full screen mode, starting node for interactive media content, and default nodes at branching points in interactive media content.

To determine which combinations of media player variables work to create a good user experience (e.g., higher video and audio quality, minimal delays and buffering, faster responsiveness to interactions, etc.) under a particular set of conditions, the ECVO module can incorporate a video emulator that emulates the same playthrough of an interactive video using different player variables. For instance, the emulator can be configured to emulate an environment under which an identified issue is occurring. The emulated environment settings can include operating system, browser type, browser version, device type, bandwidth, and other relevant factors.

FIG. 5 depicts the interactions among the ECVO module 310 and the interactive video emulator 320. The ECVO module 310 receives various input data reflecting actual events and plays of the interactive video, as described above, from database 20. Further, the ECVO module 310 has access to the interactive video tree structure 302, which can be used to determine if the input data includes events inconsistent with the available paths and options defined by the tree structure 302. The interactive video emulator 320 configured to emulate a desired environment, and one or more variables for the emulated media player (such as those described above) are configured differently from the real world playback. Interactive video emulator 320 then simulates the playthrough of the interactive video, recreating a set of actions performed (e.g., the same actions performed by a user during a playthrough of an interactive video that exhibited an issue), as recorded in database 20. The simulated playthrough results in observed emulated event data, similar to real world data event that is collected during real world playthroughs of the interactive video.

The results of the real world playthrough and the emulated playthrough are compared to see if the issue has improved, worsened, or stayed the same. For example, the comparison may show that a delay in loading video segments has decreased from 500 ms to 200 ms, thereby improving. On identifying that an improvement has occurred, the emulation process can end, and the media player variables that led to the improvement can be saved and used to automatically configure media players in future playthroughs of the interactive video that are detected to be executing in the same or similar environment to that which was emulated. If no improvement occurs or the issue worsens, one or more variables of the emulated player are modified and the simulation is repeated. In some implementations, even if an improvement occurs, the emulation process can continue in an attempt to obtain further improvement (e.g., by incrementally modifying player variables that appear to result in a positive effect on the interactive video experience). Multiple simulations can be executed, each with a different combination of media player variables. Values for the player variables can be selected using a suitable technique, such as the application of a set of rules that outputs a variable value to change based on input issue (e.g., too much buffering), the use of a machine learning model trained to recommend changes in player variable values to produce a desired result, or random selections within a range of acceptable values.

In another implementation, analyzer 30 includes a video testing module that manages options for the interactive media player and content and determines, based on analytics (such as the input data described above), which options to select. FIG. 6 depicts a process for making such a determination, according to one implementation. In Step 402, a user initiates playback of an interactive video. At Step 404, the interactive media player selects one or more options associated with the player and/or content. For example, a video tree structure that defines the interactive video can include multiple alternative options for a particular node, e.g., two different options for the starting node, one including a short and simple video (player option A 406), the other having a longer and more detailed video (player option B 408). Other exemplary options that can vary for the media player or content include (1) depicting video content in landscape vs. portrait mode; (2) using different length video nodes (e.g., 3 seconds, 5 seconds, 7 seconds, and so on); (3) including or not including tutorial content; (4) toggling autoplay of content; (5) starting audio on low volume, middle volume, high volume, or mute; and (6) displaying or hiding player controls. One will appreciate the near endless options that can be associated with the types of players and interactive media content described herein.

To start, the media player can select an option from a plurality of options using any suitable technique (e.g., random selection, alternating selection, etc.). Data is then collected regarding each playthrough of the interactive video, taking into account which options were selected for that playthrough (Step 410). In Step 412, after a period of time or a threshold number of plays, or otherwise after sufficient data to observe results of the different options has been collected, the video testing module compares the results for each of the options (or combinations of options) to determine which produces a more desirable result. For example, a desirable result may be an increased number of user engagements, shares, links out to publisher websites, comments, feedback, ratings, clicks, or purchases. Other desirable results of AB testing can include, for example, more time spent by a user with particular media content, an increase in revenue (e.g., resulting from increased interactions or time spent), more subscriptions to content, less buffering, and less drop off. A/B testing can also identify which nodes/content is watched or interacted with more relative to other content. The video testing module can track the options that produce the most desirable results (e.g., by storing relevant data in database 20), and on further plays of the interactive video, the media player and/or content can be automatically be configured to use such options. Using the example of the short and long video nodes, if the short video node produces more engagements with the interactive video than the long video node, the media player can be configured to favor providing the short video node to a user instead of the long video node (e.g., more than 50% of the time, more than 75% of the time, more than 90% of the time, 100% of the time).

In another implementation, analyzer 30 includes a fraud detector module that analyzes data collected in relation to an interactive media presentation and attempts to detect anomalous activity. In particular, such anomalous activity can include non-human, or “bot,” activity, which may be an attempt to emulate human behavior for fraudulent purposes (e.g., creating fraudulent advertisement clicks or engagements; driving up views, likes, or dislikes; attempting to obtain a monetary or other benefit, etc.). If anomalous activity is detected, the fraud detector module can prevent the “user” from further playing or engaging with the interactive media presentation.

FIG. 7 depicts an example method for detecting anomalous activity with respect to an interactive media presentation. Beginning with Step 502, a user attempts to start an interactive video presentation. If the user is able to be identified in some manner (e.g., IP address, unique mobile device identifier, etc.), database 20 can be queried to determine whether the user has been blocked from viewing the video. If the user is not blocked, the presentation proceeds, and data relating to the user, the user's device, and/or the user's interactions with the video during each playthrough is collected (Step 504). In Step 506, the collected data is evaluated to identify any anomalous event(s) and, in Step 508, the anomalous event(s) (if any) are used to determine the likelihood that anomalous behavior exists. It may be difficult to identify anomalous activity after only one play (or a small number of plays) of the interactive video by a user. In the event the user proceeds to play the video additional times (and has not yet been blocked), further data can be collected and considered in conjunction with data from previous plays in determining whether anomalous activity is occurring (i.e., repeat Steps 504-508). If the result of Step 508 is a determination of anomalous activity, the user can be stored in database 20 as a fraudulent user (Step 510). For example, database 20 can store a blacklist of IP addresses associated with fraudulent users, and users originating from such IP addresses will be blocked from further attempts to play the interactive video. Blocked users can also be ignored for the purpose of tracking analytics for user populations.

The collected data can be evaluated for any appropriate indicator of anomalous activity. Examples include the following:

-   -   Anomalous activity: The user is not interacting with the         interactive video content.     -   Input: View and interaction events; URL; user identifier.     -   Logic: The interactive video is viewed, but there are no         interactive events associated with the view from the same URL or         same user identifier.

Anomalous activity: The user interacts with the interactive video content only once or a specific number of times.

-   -   Input: View and interaction events; URL; user identifier.     -   Logic: The interactive video is viewed and there is one         interactive event or the same number of interactive events over         multiple playthroughs of the content (e.g., 2 times, 3 times, 5         times, or other suitable threshold, which may be based on the         length of the video).

Anomalous activity: The playing time of the interactive video content is shorter than would normally be expected.

-   -   Input: Playing time; number of nodes played; URL; user         identifier.     -   Logic: The total playing time and/or number of nodes traversed         falls below a threshold (e.g., per play threshold, or combined         threshold over a certain number of plays or a certain period of         time) for multiple plays originating from the same URL or the         same user identifier.

Anomalous activity: User interacts only on a specific node or a specific set of nodes.

-   -   Input: Interaction and node start events; node names; URL; user         identifier.     -   Logic: Interactions of a user occur on the same node or set of         nodes over multiple plays of an interactive video, without         interactions occurring on other nodes.

Anomalous activity: User interacts only at a specific time or at multiple specific times.

-   -   Input: Interaction events; playing times; URL; user identifier.     -   Logic: Interactions of a user occur at the same time(s) over         multiple plays of an interactive video, without interactions         occurring at other times.

Anomalous activity: User makes the same choices over multiple plays.

-   -   Input: Interaction events; paths; URL; user identifier.     -   Logic: The user makes the same choices, resulting in a traversal         of the same path in a video tree structure, over multiple plays         of an interactive video.

Anomalous activity: Multiple sessions from the same user.

-   -   Input: Session identifier; user identifier; session time.     -   Logic: Multiple sessions from the same user are detected within         a particular period of time.

Anomalous activity: Multiple users originating from the same location.

-   -   Input: IP address; user identifier; session time.     -   Logic: Multiple differently identifiable users are detected as         originating from the same IP address within a particular period         of time.

Anomalous activity: Other non-random activity.

-   -   Input: Varies based on the activity.     -   Logic: Multiple views of an interactive video from the same or         different users within a particular period of time, where the         views are similar in one or more data points that would         otherwise normally have a random distribution (e.g., number of         interactions, decisions/options selected, shares, links out,         comments, etc.).

In some implementations, the existence of one of the above anomalous activities is sufficient to make a determination that anomalous behavior exists and that the associated user should be blocked from further attempts to play the interactive video. In other implementations, a likelihood of anomalous behavior is calculated based on the occurrence of one anomalous activity occurring over multiple plays of an interactive video and/or the occurrence of multiple anomalous activities occurring over one or more plays of the interactive video. Each identified anomalous activity can have an associated risk score, with more unusual activities having higher associated risk scores. For example, the identification of a user that only interacts at a specific time in multiple plays of an interactive video may be more suspicious and have a higher risk score than the identification of multiple short plays of the video by the same user (e.g., there may be repeated technical issues with playback). Anomalous activities identified over a particular period of time and/or a particular number of plays can have their respective risk scores combined to create an overall risk score for an identified URL or user. Any suitable combination technique can be used, such as a running total, a running average, a weighted average, and so on. If the combined risk score exceeds a threshold acceptable risk score, the user can be blocked, associated analytics can be ignored, and/or other responsive action can be taken.

In a further implementation, analyzer 30 includes a model behavior module that models user behavior based on user data and engagement with interactive content. For example, this module can track (1) number of user interactions with interactive content; (2) timing and cadence of interactions with interactive content; (3) places of user interactions with interactive content (e.g., portion of screen where the user taps or clicks, nodes at which interaction occurs, etc.); (4) instances of seek, pause, replay, volume change, and other media player control interactions; (5) occurrences and types of user feedback; (6) content preferences; (7) likes, dislikes, ratings, shares, and other social media-type interactions; and (8) user demographic data, user device characteristics, browser type, geographic location, and other types of data described herein. Other types of data appropriate for modeling user behavior can be collected.

A machine learning or pattern recognition behavioral model can be trained on a data set of user behaviors and recommended changes in user experience based on the behaviors. Once the model is trained, data associated with a user's behavior can be collected and input into the model, and the user's experience can be dynamically changed (instantly and/or for future plays of interactive content) based on the output of the model. Changes in user experience can include (1) predictive loading, such that, if a user has similar behavior and/or characteristics to users that follow a specific path through an interactive video, the system can cause the media player to preload the content associated with that path; (2) if the user has similar behavior and/or characteristics to users that skip advertisements, show the user fewer and/or shorter advertisements; (3) if the user has similar behavior and/or characteristics to users that rotate the video and watch in landscape mode, start the video in landscape mode; and 94) if the user has similar behavior and/or characteristics to users that interact more or view more advertisements, dedicate additional marketing efforts (e.g., display more advertisements, provide better offers, etc.) to the user. The foregoing examples are merely illustrative. It will be appreciated that there are many different ways that a user's experience can be improved.

In some implementations, the behavioral model can be used as an alternative or supplemental technique for identifying anomalous activity. For example, the model can be trained on a data set of anomalous or malicious user behaviors with respect to interactive video content, such that it can recognize patterns of suspicious or fraudulent behavior. In one instance, identification of such behavior by the model can result in blocking the offending user from further plays of the interactive video content. In other instances, identification of the behavior is only one factor considered in determining a likelihood of anomalous behavior, as described above.

Although the systems and methods described herein relate primarily to audio and video playback, the invention is equally applicable to various streaming and non-streaming media, including animation, video games, interactive media, and other forms of content usable in conjunction with the present systems and methods. Further, there can be more than one audio, video, and/or other media content stream played in synchronization with other streams. Streaming media can include, for example, multimedia content that is continuously presented to a user while it is received from a content delivery source, such as a remote video server. If a source media file is in a format that cannot be streamed and/or does not allow for seamless connections between segments, the media file can be transcoded or converted into a format supporting streaming and/or seamless transitions.

While various implementations of the present invention have been described herein, it should be understood that they have been presented by example only. For example, one of skill in the art will appreciate that the techniques for creating seamless audio segments can be applied to creating seamless video segments and other forms of seamless media as well. Where methods and steps described above indicate certain events occurring in certain order, those of ordinary skill in the art having the benefit of this disclosure would recognize that the ordering of certain steps can be modified and that such modifications are in accordance with the given variations. For example, although various implementations have been described as having particular features and/or combinations of components, other implementations are possible having any combination or sub-combination of any features and/or components from any of the implementations described herein. 

1. A computer-implemented method for dynamic adaptation of a video player, the method comprising: receiving an interactive video defined by a tree structure, the tree structure comprising a plurality of branches of the interactive video, each branch comprising one or more video segments; during a first playthrough of the interactive video using a video player, tracking information comprising user interactions with the interactive video; and in association with a second, later playthrough of the interactive video, dynamically modifying, based on the information, the video player and content of the interactive video.
 2. The method of claim 1, wherein the information further comprises decisions of a user made during the playthrough of the interactive video, the decisions being associated with a plurality of branching points in the tree structure.
 3. The method of claim 1, wherein the information further comprises environment information associated with a viewer of the interactive video or a device on which the video player executes, the environment information comprising: location, IP address, demographic, referrer, tracking data, device type, browser properties, screen size, and/or bandwidth.
 4. The method of claim 1, wherein the information further comprises behavioral information associated with user engagement with the interactive video, the behavioral information comprising number of interactions with the interactive video, timing of interactions with the interactive video, locations of interactions in the tree structure, occurrence of seeks, and occurrence of replays.
 5. The method of claim 4, wherein dynamically modifying the video player and content of the interactive video comprises: creating a model of user behavior based on the behavioral information; identifying a behavioral pattern using the model; and modifying the video player and/or content of the interactive video based on the behavioral pattern.
 6. The method of claim 1, wherein the information further comprises experience information associated with the first playthrough of the interactive video, the experience information comprising: expected buffering based on bandwidth, conformance of the first playthrough to the tree structure, expected device behavior, expected browser behavior, and/or reported errors.
 7. The method of claim 6, wherein dynamically modifying the video player comprises automatically modifying at least one parameter of the video player to address a problem identified based on the experience information.
 8. The method of claim 7, wherein the parameters of the video player comprise video frame rate, video bitrate, audio bitrate, screen orientation, minimum buffer to play, scaling, video dimensions, starting node of interactive content, and/or default nodes at branching points in interactive content.
 9. The method of claim 1, wherein dynamically modifying content of the interactive video comprises (i) preloading video segments in the tree structure likely to be viewed by a user, or (ii) decreasing the prevalence of video content likely to be skipped by a user.
 10. The method of claim 1, further comprising: simulating a first playthrough of the interactive video in an emulated environment in which the video player has a parameter with a first value; and simulating a second playthrough of the interactive video in an emulated environment in which the video player has the parameter with a second, different value.
 11. The method of claim 10, wherein dynamically modifying the video player comprises automatically setting the parameter to either the first value or the second value based on which of the first playthrough or the second playthrough exhibits fewer problems.
 12. The method of claim 1, further comprising determining that the first playthrough of the interactive video results in more user engagements with the interactive video than a different playthrough of the interactive video, and wherein dynamically modifying the video player and content of the interactive video comprises, in association with the second playthrough of the interactive video: (i) setting a value of a parameter of the video player equal to a value of a parameter of the video player in place at a time of the first playthrough, and/or (ii) selecting video segments for presentation during the second playthrough that correspond to video segments presented during the first playthrough.
 13. The method of claim 1, further comprising dynamically modifying, for additional playthroughs of the interactive video that follow the first and second playthroughs, both the video player and content of the interactive video based on information tracked during one or more playthroughs of the interactive video that preceded each such additional playthrough.
 14. A system comprising: at least one memory for storing computer-executable instructions; and at least one processor for executing the instructions stored on the memory, wherein execution of the instructions programs the at least one processor to perform operations comprising: receiving an interactive video defined by a tree structure, the tree structure comprising a plurality of branches of the interactive video, each branch comprising one or more video segments; during a first playthrough of the interactive video using a video player, tracking information comprising user interactions with the interactive video; and in association with a second, later playthrough of the interactive video, dynamically modifying, based on the information, the video player and content of the interactive video.
 15. The system of claim 14, wherein the information further comprises decisions of a user made during the playthrough of the interactive video, the decisions being associated with a plurality of branching points in the tree structure.
 16. The system of claim 14, wherein the information further comprises environment information associated with a viewer of the interactive video or a device on which the video player executes, the environment information comprising: location, IP address, demographic, referrer, tracking data, device type, browser properties, screen size, and/or bandwidth.
 17. The system of claim 14, wherein the information further comprises behavioral information associated with user engagement with the interactive video, the behavioral information comprising number of interactions with the interactive video, timing of interactions with the interactive video, locations of interactions in the tree structure, occurrence of seeks, and occurrence of replays.
 18. The system of claim 17, wherein dynamically modifying the video player and content of the interactive video comprises: creating a model of user behavior based on the behavioral information; identifying a behavioral pattern using the model; and modifying the video player and/or content of the interactive video based on the behavioral pattern.
 19. The system of claim 14, wherein the information further comprises experience information associated with the first playthrough of the interactive video, the experience information comprising: expected buffering based on bandwidth, conformance of the first playthrough to the tree structure, expected device behavior, expected browser behavior, and/or reported errors.
 20. The system of claim 19, wherein dynamically modifying the video player comprises automatically modifying at least one parameter of the video player to address a problem identified based on the experience information.
 21. The system of claim 20, wherein the parameters of the video player comprise video frame rate, video bitrate, audio bitrate, screen orientation, minimum buffer to play, scaling, video dimensions, starting node of interactive content, and/or default nodes at branching points in interactive content.
 22. The system of claim 14, wherein dynamically modifying content of the interactive video comprises (i) preloading video segments in the tree structure likely to be viewed by a user, or (ii) decreasing the prevalence of video content likely to be skipped by a user.
 23. The system of claim 14, wherein the operations further comprise: simulating a first playthrough of the interactive video in an emulated environment in which the video player has a parameter with a first value; and simulating a second playthrough of the interactive video in an emulated environment in which the video player has the parameter with a second, different value.
 24. The system of claim 23, wherein dynamically modifying the video player comprises automatically setting the parameter to either the first value or the second value based on which of the first playthrough or the second playthrough exhibits fewer problems.
 25. The system of claim 14, wherein the operations further comprise determining that the first playthrough of the interactive video results in more user engagements with the interactive video than a different playthrough of the interactive video, and wherein dynamically modifying the video player and content of the interactive video comprises, in association with the second playthrough of the interactive video: (i) setting a value of a parameter of the video player equal to a value of a parameter of the video player in place at a time of the first playthrough, and/or (ii) selecting video segments for presentation during the second playthrough that correspond to video segments presented during the first playthrough.
 26. The system of claim 14, wherein the operations further comprise dynamically modifying, for additional playthroughs of the interactive video that follow the first and second playthroughs, both the video player and content of the interactive video based on information tracked during one or more playthroughs of the interactive video that preceded each such additional playthrough. 